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CDBabyCD Baby, the world’s largest retailer of independent music, uses clear, positive language to help musicians understand the process of selling their music through the company and its affiliates. By making the effort to
communicate clearly and succinctly, the company encourages a positive response from its target readers.

We've annotated two slides that point out some of the reader-friendly features of the company's website.

Bovee and Thill blog – Hall of Fame – CDBaby